The Best Defense can be a Good Offense. Promoting Responsible Gambling Among Youth

  • Linda Lemarié
  • Jean-Charles Chebat
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The harmful effects of gambling advertising on youth are well established. We propose a theoretical framework derived from Inoculation Theory. The objective of this article is to propose alternative strategies for promoting responsible gambling among youth. We contrast two approaches, that of inducing youth to resist gambling ads persuasive appeals vs that of persuading them of the danger related to an excessive gambling behavior. We also suggest in which contexts message- induced resistance may be more efficient than an awareness-message on gambling related risks.

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Copyright information

© Academy of Marketing Science 2017

Authors and Affiliations

  • Linda Lemarié
    • 1
  • Jean-Charles Chebat
    • 1
  1. 1.HEC MontréalMelbourneAustralia

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